June 14, 2012
Monthly subscriptions find a match in male shoppers
A year ago we wrote about the curated subscription companies popping up, an e-commerce model that fit with three of our 10 Trends for 2011: Non-Commitment Culture, Hyper-Personalization and the Urgency Economy. These monthly services were focused around women’s fashion and beauty, (e.g., ShoeDazzle, JewelMint, Birchbox), but we expected that the idea would quickly expand to other categories. Most recently, the market is noticing that men’s nature and their consumer behavior provides an opportunity.
“Great clothes. Personal stylists. No shopping,” says Trunk Club’s home page, getting at a key selling point for this cohort. The service sends hand-selected outfits, focusing on high-end brands like J Brand, Gant and Jack Spade. Beauty-focused Birchbox recently launched Birchbox Man, delivering samples of grooming and lifestyle products for $20 a month. But the services aren’t just for metrosexuals. Several focus on functionality and convenience, including Manpacks and Rabixo in Brazil, which offer the basics—including underwear, socks, condoms—at three-month intervals to men who want one less mundane thing to worry about. And Dollar Shave Club is just that: a simple $1 per month for razors sent to subscribers. Then there’s Brazil’s Have a Nice Beer, which puts an updated spin on the wine or beer club, sending a four-pack with two kinds of beer each month.
Look for more such services to gain favor among men seeking to save time and money, or to stay abreast of trends while being relieved of the chore of shopping.
Image credit: Manpacks